BURGER KING
ANALYSIS OF THE 4P’S OF MARKETING
GROUP NO. : 703
SAUMYA PURWAR (2111252)
YASH BHATT (2111324)
ATYANT YADAV (2111058)
SHAMIL ABDULLA P K
(2111260)
SIVARANJANI S (2111280)
INTRODUCTION
Burger King is an international fast food chain that deals primarily in hamburgers and French
fries. Established with the name of Insta Burger King in the year 1953, Burger King has come
a long way to become a leading market player in the domain of fast food chains. The menu of
Burger King comprises of burgers, fries, milk shakes and ice-creams majorly with its
signature product “Whopper”. Burger King targeted a consumer base of 18-40 years age
group primarily, but it has now become quite popular among children as well. 99% of Burger
King’s stores are run by franchise, while just 1% are run by company itself.
Burger King is known to cater the preferences by implying a variety through demographic
and geographic categorization. After years of competing in the market with major fast food
chains like McDonalds, Wendy’s, etc, Burger King has emerged as one of the most
favourable fast food brands across the world.
MARKETING MIX OF BURGER KING
“The original Home of the Whopper, our commitment to premium ingredients, signature
recipes, and family-friendly dining experiences is what has defined our brand for more than
50 successful years.” – Burger King
Burger King is well known for its offline and online marketing campaigns. It has always
stood out and have made heavy profits through its marketing campaigns and listed itself in
Indian IPO and was very much in limelight.
Let’s throw some light on the 4P’s of marketing strategy of Burger King. While iterating
through various P’s of its marketing strategy, the report also throws light upon few marketing
strategies used by Burger King. :
Product:
Burger King offers a wide variety of products from hamburgers, soda, milk shakes, French
fries and most popular one, whopper. They have tried to introduce food items as per the
market demographics suitable for each kind of consumer market. They keep an eye on all
type customers, ranging from low budget to high budget customers.
Apart from their food range, Burger King has also come up with its online food delivery
application and has listed themselves in all popular delivery applications.
“Every day, more than 11 million guests visit Burger King Restaurants around the world.
And they do so because our restaurants are known for serving high-quality, great-tasting,
and affordable food.”- Burger King
Pricing:
Burger King is very mindful about the pricing of its products. It constantly keeps up with the
pricing plans of its competitors, thus following a competitive planning strategy. It constantly
thrives to monitor and evaluate its pricing strategy to keep customers, burden free. Burger
King also introduces a lot of discount rates in order to keep up with customer expectations.
Burger king follows a mixed approach of competitive and psychological pricing strategy, so
that its food items look pricey enough to be hygienic and safe but cheap enough to be
affordable by masses.
Place :
Burger King has approximately 12,000 store across the geographies. It continues its
operations in US, Asian countries like India, Japan and many more countries. The company
has woven its distribution network around main company, franchises and its outlets. The
arrangements for seating of consumers have to be arranged by the franchise as per Burger
king’s rule.
Burger King is constantly expanding in a country like India and is present in all the Tier-I
cities along with few Tier-II cities.
Promotion:
Burger King is a big name when it comes to promotions. It keeps on reshaping and
reinvigorating its brand image to keep its consumer constantly engaged and amused. A lot of
slogans of Burger King had become quite famous along the years and are largely associated
with the brand now, for example, “Have it your way”. Burger King has also been acing its
marketing through digital platforms.
It has collaborated with various digital influencers for promotion of products. Along with, it
shows a very active engagement with its consumers on digital platforms by various
campaigns and discount programs.
Burger King has also been active in social circles a lot. It has always supported a lot of
campaigns across the world like Pride Day. Along with that, Burger King has been
empathetic towards its competitors in tough times.
Figure 1 : Burger King urging customers to buy from other food chains
Below are few of the digital marketing strategies used by Burger King:
Promotion Strategy 1: Last year, during the time Covid 19 has hit India, Burger King ran a
social media campaign as following :
“Each one of us have been #Grilledby2020, this is a great opportunity to grille it back…and
just like Whopper, only good things come out of flame grilling!” says Burger King’s Chief
Marketing Officer.
They encouraged people across social media to use above hashtag and thus the brand
garnered a good amount of popularity. They also used this affinity of flame at one more
incidence when their own store was set to fire, a picture of which is inserted below :
References:
Wikipedia Organisation/Burger King, www.wikipedia.org
Burger King, official website, www.bk.com
Burger King, Instagram handle,https://www.instagram.com/burgerkingindia/
